Another example is a recent campaign we ran with Brand USA, which helped bring the cities of the US to life through immersive 3D audio experiences. Visitors simply needed to connect headphones to their computer and select an audio clip relating to a US destination. While the clip played, an on-screen animation dissolved into a first-person point of view photo, allowing them to visualize them self in the experience they were hearing.
Do you have any suggestions for industry veterans or budding entrepreneurs from the digital marketing space?
The first is to become a true partner. Marketing is a collaborative art, and it works best when partners are aligned over their objectives and open to working together with trust and reliability. We always treat our partners like extensions of our team, which means being supportive of their business needs, but also honest when necessary.
I would also stress the importance of being locally relevant, globally; this is a significant focus area for Expedia Group, and it is vital for any business that aspires to work internationally. For digital marketers, this means, understanding why a campaign may be successful in one market, but might not resonate in another, and how to adopt appropriate practices accordingly. In the end, everything comes back to the point around data, because you will only be able to reach customers when you understand them, and smart use of data plays a crucial role here.
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This article originally appeared in CIO Advisor.